Just like in the B2C world, pull marketing could easily be every B2B marketer’s fantasy. The appetite for pull marketing is out there but not many people understand it and worse, they label it as “viral marketing”. Everyone with a marketing budget wants a bit of viral. In B2B viral fantasy world the marketer commissions the campaign to an agency, launches and then sits back and watches the eyeballs roll in. Reality is much harsher.

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